This chapter is from the book
This chapter is from the book
This chapter is from the book
Summary
You are on your way as a search marketer! You have learned the two basic techniques in search marketing: organic search and paid search. Each technique proves advantageous under the right circumstances, but each one must be handled with care to avoid the pitfalls. Exhibit 1-8 summarizes the strengths and weaknesses of each technique.
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Exhibit 1-8 Search marketing techniques comparison. Organic is hard to do but yields high reward, whereas paid happens quickly but requires higher investment.
Paying attention to searchers takes more work than you might expect. Large sites and small sites have different issues in search marketing, but those problems must be overcome to achieve search marketing success.
Since the rise of the web in the 1990s, more and more of your customers have turned to the web, and more specifically to web search, to find what they are looking for. What’s more, these searchers are among the most highly qualified visitors to arrive at your website. By focusing on searchers as part of your marketing plans, you will raise your sales.
In the next chapter, we examine why searchers behave the way they do—critical information for you, the search marketer. If you do not understand searchers, you cannot predict which keywords they will use, nor what content will strike their fancy. Let’s examine the research into searcher behavior in Chapter 2, “How Searchers Work.”